Until The Last Child : 30,000 is the loneliest number

Description:
There are thousands of children in Canada awaiting permanent homes. It’s heartbreaking…yet no one seems to know about it. Until The Last Child needed to develop communication that would address this issue. After rigorous research, we discovered that there are currently over 30,000 children waiting for families.

A number that we brought to life in a striking way.

We created a spot with an empty sports stadium that holds 30,000, and one solitary child at the center. The spot features a rendition of Kings of Leon’s “Use Somebody” sung by a choir of Canadian children.

Our spot launched on TV, cinema, and online nation-wide in Canada on Family Day – a statutory holiday in Canada symbolizing the importance of family. It was the perfect opportunity to highlight that while many kids were enjoying a fun-filled weekend with their parents, thousands of kids where still waiting for permanent families of their own.